Geelong Arts Centre (formerly Geelong Performing Arts Centre / GPAC) has been an integral part of the artistic community in Greater Geelong since 1981.
Boasting performance spaces for theatre, music, dance, comedy, children's entertainment and more, plus venues for special events, education and conferences, the Arts Centre is loved by audiences and artists alike.
In 2018, the Arts Centre took an ambitious step forward, refreshing their brand to support even bigger upgrades to their operating models and bricks-and-mortar spaces.
With a new name (now simply Geelong Arts Centre), and dynamic new brand in development, they approached Liquorice to help them express this new identity in the digital space with an updated website.
Designing a website is so much more than aesthetics. A beautiful website looks good, sure, but more importantly, it feels good. It’s easy to navigate, responsive, organised.
We wanted to ensure the website offered an intuitive experience for users, making the discovery, research and booking process as frictionless as possible.
We started with a simple question: Who are Geelong Arts Centre’s current and future audiences? To find the answer and ensure the new site offered all of these users an elevated experience, we conducted comprehensive user research, including an initial user persona workshop, user interviews, visitor surveys, visitor journey mapping, user flow mapping and one-on-one visitor interviews.
Content and information architecture
With initial user research and a content audit under out belts, the next step was to make some considered decisions about information architecture. We created a proposed sitemap for further testing with simpler, more transparent and user-friendly architecture, and plotted each user’s likely journey through the site.
As part of the new brand identity, the Arts Centre also needed to implement a new copywriting tone of voice throughout the entire site. Managing these copy updates was a challenge; the large and complex site housed a huge amount of copy from many different sources. To make the process of updating copy as simple and transparent as possible, we create one, central copy deck where all updates were recorded and all key stakeholders were engaged to contribute and review. This collaborative approach shortened the feedback loop and ensured that only the most up-to-date content was utilised, directly provided by the people who know best.